4th & Heart is an artisanal food brand based in Los Angeles, CA, on a mission to modernize ancient food pantry staples with a line of flavorful, grass-fed, spreadable clarified butters known as “ghee.”
Originally known as Tava Life, the brand was not set up to support a successful nationwide launch. Shoppers felt the brand looked too unfamiliar. They didn’t get what ghee was or how to use it, and they didn’t want to pay a premium price point for it. As a result, consumers were slow to try it, and retail buyers weren’t convinced it would sell.
We began by rebranding Tava Life, a manufacturer of a specialty cooking oil, into 4th & Heart, a lifestyle brand focused on quality food, healthy living, and cultural engagement. The name evoked ghee’s cultural heritage. The packaging brought the brand to life through stunning hand illustrations, and the website extolled the virtues of ghee, infused with the brand’s vibrant, premium, and free-spirited personality. Through strategy and advertising, Moxie Sozo aligned the brand with popular food trends and consumer groups, including Paleo, Ayurveda, and the Keto diet.
Since re-launching in 2016, 4th & Heart has grown rapidly to become 2nd in the ghee category. The brand is in 7,000+ stores across the country, including Whole Foods, Kroger, Safeway, Sprouts, and Ralphs. 4th & Heart now has a commanding online presence, selling through its partners, Amazon, Thrive Market, Walmart, FreshDirect, and Instacart. While taking over the ghee category, 4th & Heart has expanded its product offering to include better-for-you chocolate spreads and ghee-based egg protein energy bars.
Additionally, 4th & Heart has garnered widespread media attention through publications like Forbes, Paleo Magazine, Grocery Headquarters, and more.